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Update: according to Florian Adamsk, CEO, Omnicom Media Group the North American business will be handled leveraging its Agency as Platform approach.
Late 2023 news hit the street which created two reactions - instant fear and pure joy! For over a decade, Initiative (part of IPG) held the global account for Amazon, but the account was going to put into review.
As the review 6-month process continued Amazon shortlisted WPP's GroupM and Omnicom Media Group for the global pitch which understandably created a sense of joy throughout both networks the account is said to be worth close to $5 billion. According to Comvergence, in 2023 Amazon spent $2.6 billion in North America and $133 million in Latin America. The e-commerce giant spent $1.6 billion in EMEA and another $725 million in APAC.
It has now been announced that Omnicom Media Group will handle the media in the Americas and WPP's GroupM will handle media duties across EMEA and APAC.
Incumbent Initiative won the account in 2013, and then defended the account in 2017 and will continue to service Amazon Web Services, Amazon Business and Amazon Ads as the global media partner.
Profecto contacted OMG to identify the agency managing the account in Canada.
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